Opinions expressed by Entrepreneur contributors are their very own.
When Tiyale Hayes displays on his journey from the DMV space — one in every of six kids raised by a single mom — to changing into Government Vice President for Insights at Black Leisure Tv (BET), he would not simply see private success. He sees the facility of genuine illustration and group funding that has outlined BET’s 45-year legacy.
“The fruit of your labor is not simply what you obtain,” Hayes explains, drawing from classes realized throughout his childhood at Hampton College. “It is what you plant for others to reap.” This philosophy has develop into the cornerstone of BET’s social affect technique, remodeling the community from an leisure platform right into a group catalyst that reaches tens of millions of Black Individuals each day.
Associated: 6 Methods Your Firm Will Profit From Higher Neighborhood Involvement
The authenticity benefit
In an period the place company social duty typically feels performative, BET’s strategy stands out for its real connection to group wants. Hayes co-leads the social affect workforce, together with Kimberly Paige (Government Vice President and Chief Advertising Officer), that works instantly with group members and customers, making certain that each initiative displays real-life experiences somewhat than boardroom priorities.
This authenticity pays actual dividends. When a mom of an LGBTQIA+ youth reached out to thank BET for exhibiting her daughter on tv — offering what Hayes calls a “chance mannequin” — it underscored the community’s distinctive place as each a mirror and a beacon for numerous communities.
“We’re not simply creating content material,” Hayes notes. “We’re creating pathways for individuals to see and have a good time themselves and their potential.”
Strategic programming that strikes markets
BET’s signature packages exhibit how leisure corporations can drive significant social change whereas constructing model loyalty. The Black Males’s Summit, for instance, addresses vital points dealing with Black males, from financial empowerment to psychological well being, creating house for brave conversations typically absent from mainstream discourse.
America in Black, their 60-minute information section, fills info gaps left by conventional media, whereas Rap Lyrics on Trial tackles the intersection of music, tradition and prison justice — points that instantly affect their core viewers.
These aren’t simply feel-good initiatives. They characterize strategic investments in group engagement that strengthen BET’s market place whereas concurrently strengthening households and communities. While you authentically serve your viewers’s wants, you construct loyalty that transcends conventional promoting metrics. It is no shock that BET isn’t just the #1 community for African Individuals but in addition ranked “Finest in Class” throughout 5 main classes, together with prime community respecting Black viewers’ tradition, based on a 2015 Model Love research.
The partnership multiplier impact
Good enterprise leaders perceive that affect scales by means of partnerships, and BET’s collaboration technique presents a masterclass in leveraging relationships for group profit. Their work with school alumni chapters to host galas creates a number of touchpoints with educated, influential group members whereas elevating funds (and mates) supporting academic establishments.
The “School Hill” program and sponsored homecoming occasions faucet into the cultural significance of our nation’s 101 traditionally Black schools and universities (HBCUs), reaching audiences at pivotal life moments when model affinity varieties lasting connections.
Maybe most importantly, BET’s $25 million partnership with Paramount for “Content material for Change” demonstrates how company collaboration can amplify social affect with out diluting model identification — a vital consideration for any enterprise trying to scale their group engagement efforts. Content material for Change is a cross-brand initiative that harnesses the facility of content material creation to counter narratives that allow hate and stereotypes. It makes use of analysis, knowledge and innovation to provide extra correct portrayals that positively affect the world.
Associated: How Companies of All Sizes Can Drive Optimistic Change
Constructing tomorrow’s leaders right this moment
The community’s company internship program exemplifies how corporations can create sustainable affect whereas constructing expertise pipelines. By offering alternatives for younger professionals to realize expertise in media and leisure, BET addresses each speedy group wants and long-term business diversification. BET presents paid internships to undergraduate and graduate college students at completely different areas, together with Washington DC, California, New York, Illinois and Georgia, simply to call just a few.
This strategy creates what economists name “optimistic externalities” — advantages that reach past the speedy transaction. Interns achieve worthwhile expertise, the corporate accesses contemporary expertise and views, and the broader group advantages from elevated illustration in media management. It is a win-win scenario.
Measuring what issues
Hayes’s function as EVP for Insights displays BET’s dedication to data-driven affect evaluation. In contrast to conventional company social duty packages that rely closely on feel-good metrics, BET’s strategy emphasizes measurable group outcomes. A latest annual report highlighted voter registration and civic engagement, Black financial empowerment initiatives and psychological well being and wellness consciousness.
This deal with insights somewhat than simply outputs allows steady program refinement and demonstrates return on funding (ROI) to stakeholders — a vital issue for sustained funding in social affect initiatives.
The entrepreneur’s takeaway
BET’s 45-year journey presents a number of actionable classes for entrepreneurs, CEOs and business leaders searching for to construct significant group affect:
1. Begin with genuine connection: Earlier than launching any initiative or program, perceive the group you serve. Authenticity is not a buzzword — it is a dedication. It could’t be automated, manufactured or outsourced. It takes buy-in, time and belief.
2. Suppose past charity: Probably the most sustainable social affect comes from initiatives that align enterprise targets with serving group wants. Search for win-win alternatives somewhat than one-sided giving. Do not simply give — construct. Begin with the top in thoughts. For example, you may study with/from the group about their pressing want for higher illustration in media, authorities or business. Then create social affect efforts (e.g., internships, practicum, fellowships) that function sustainable expertise pathways.
3. Leverage partnerships strategically: Collaboration multiplies affect whereas sharing prices and dangers. Search for values alignment, not simply model synergy.
4. Put money into measurement: Observe significant outcomes, not simply actions. This permits steady enchancment and justifies continued funding to stakeholders. Inform a narrative that goes past numbers — however at all times begin with proof.
5. Play the lengthy sport: Neighborhood affect requires sustained dedication. Fast wins matter, however lasting change occurs by means of constant engagement over time. Keep in mind, actual affect is not constructed in a single day. BET’s success comes from onerous work that offers rise to good work on behalf of these they serve.
Associated: Why Social Influence Is the Solely KPI That Ought to Matter for Entrepreneurs
As BET celebrates its forty fifth anniversary, Hayes, his workforce and colleagues proceed constructing on a long time of group funding. Their success demonstrates that companies can drive significant social change whereas reaching business success — however solely when that dedication comes from an genuine place.
For enterprise leaders trying to make an enduring affect, BET’s blueprint presents a confirmed path: Perceive your group deeply, serve their wants authentically, measure what issues, and keep dedicated for the lengthy haul. The fruit of that labor, as Hayes realized at Hampton, advantages everybody.
